Perfetti launches first non-gum variant of Center Fruit...

Center fruit Soft Chews are colourful bite sized candies that are crunchy on the outside, soft and chewy on the inside.

Center Fruit – Perfetti Van Melle India’s (PVMI) flagship brand ever since its launch in India in 2006, is well known for its liquid filled fruit flavoured bubble gum which bursts in your mouth with a splash of fruity flavours. Now, after almost 15 years in the market, the brand has entered the chewy candy segment with the introduction of 'Center fruit Soft Chews' – much like the Mentos Marbles.

The colourful bite sized chewy candies not only resemble Marbles in their look and feel but interestingly also in their flavours - Orange, Strawberry, Watermelon, Lemon and Blackcurrant.

Rohit Kapoor, director marketing, Perfetti Van Melle India, tells us the fruit chewy and snacking segments have been gaining traction amongst Indian consumers in recent years. "Center Fruit Soft Chews as a product format marries both these trends in one product beautifully and allows us to participate at higher price points which is of strategic importance to us."

Center Fruit brand’s core target group is the teenager and young adults and this proposition too is primarily targeted at the teenage segment along with youth adults due to the snacking nature of the product. "While there are many chewy candies present at Re.1, local competition is limited at higher price points within this soft chewy candy segment," Kapoor shares.

The launch of the new offering is being supported by a 360-degree campaign, conceptualised by Ogilvy India. The brand tied up with digital influencers to unbox the new offering.

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Reposted from @iamshriyajain - Guess what! Today I received a package that totally surprised me. The unboxing was fun and unique because first there were 5 giant fruits as you can see in my video. I was a bit confused at first but then there it was, the all-new Center Fruit Soft Chews! They are bite-sized chewy candies with 5 refreshing fruity flavours in a pack. I’m loving these, go get some for yourself now! #CenterFruitSoftChews #MoodTingTong #centerfruit #softchews #fruity #flavours #unboxing #fruits #realfruit

A post shared by Center Fruit India (@centerfruitindia) on Jan 8, 2020 at 8:06am PST

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#Repost @ashnoorkaur • • • • • • OMG! You know what? I received an interesting-looking package today, that totally surprised me! It was fun unboxing the 5 giant fruits as you can see in the video. Then I found something totally unexpected inside - the all-new Center Fruit Soft Chews!
They are bite-sized chewy candies with 5 refreshing fruity flavours in a pack. I’m loving these. Go get some for yourself now! #CenterFruitSoftChews #MoodTingTong . . Video credits @popcorn_lens

A post shared by Center Fruit India (@centerfruitindia) on Jan 10, 2020 at 7:27am PST

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#Repost @ashnoorkaur ・・・ Here’s my favourite pack of candies, the all-new Center Fruit Soft Chews which has made my Mood Ting Tong! Grab your pack to experience the fruity taste. @centerfruitindia #CenterFruitSoftChews #MoodTingTong

A post shared by Center Fruit India (@centerfruitindia) on Jan 15, 2020 at 9:36pm PST

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#Repost @aakshiikashyap ・・・ Enjoying fruits has gone to another level with the newly launched Center Fruit Soft Chews bite sized candies! These candies have got my #MoodTingTong. Try it yourself as they are crunchy from the outside and chewy from inside. #AakshiKashyap @centerfruitindia #CenterFruitSoftChews

A post shared by Center Fruit India (@centerfruitindia) on Jan 15, 2020 at 11:40pm PST

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#Repost @pradumankaushikofficial • • • • • • Delhi, India Now enjoy your fruit-time without any hassle with the all new Center Fruit Soft Chews bite-sized candies. These candies have got my #MoodTingTong, try it yourself as they are crunchy from the outside and chewy from inside. @centerfruitindia #CenterFruitSoftChews

A post shared by Center Fruit India (@centerfruitindia) on Jan 22, 2020 at 1:25am PST

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#Repost @bhavika_motwani • • • • • • Mumbai, Maharashtra Did you like my moves? Well it’s all because the all-new Center Fruit Soft Chews has made my #MoodTingTong. Try these bite-sized candies available in an assorted bag of 5 fruity flavours and have real fruit juice inside! Tell me how it tastes to you! @centerfruitindia #CenterFruitSoftChews #MoodTingTong

A post shared by Center Fruit India (@centerfruitindia) on Jan 23, 2020 at 5:57am PST

Center fruit Soft Chews is available in an assorted pack of five fruity flavours priced at Rs 10 for Traditional Trade. In Modern Trade, the offering is available in a pocket friendly bottle at Rs 50 and a consumer-friendly re-sealable bag at Rs 75.